VW ads are too obscure
If not done carefully, high-concept ads can get just plain high. Volkswagen,
whose catchy, groovy TV ads are the talk of the U.S. right now, launched
a British print campaign for the VW Polo Automatic that takes the cake for
weirdness. Over 18 months, VW's London-based ad agency took pictures of
discarded left shoes along roadsides, underwater, in the trash
and printed them on posters with the date and location of each shot in the
lower left corner. Wear them? Drive them? What's the connection?
What the automaker is probably trying to say with artistic humor is drivers
of the automatic car no longer need their left shoes to work the clutch.
For the audience to reach this conclusion, though, they must first note
that all the shoes (which are mostly obscured or shot from far away) are
lefties, then add this up with the significant feature of the advertised
product. This is a lot to ask from people breezing by the poster on their
way up from the Underground.
by Stacey King
Drivers of the automatic VW don't need these shoes anymore, the ads seem
to say. But do audiences get it?
Copyright © 1999 by Bond Communications.